According to a study by Zogby Analytics, 87 per cent of millennial constantly have their smartphone by their side during day and night. Whilst technology has already made an immense impact upon us, smartphones in particular are transforming ourlives. We are turning to our smartphones when we need something, whether it is a forgotten word, a better price, or directions. Customers want instant answers.

Behavioural Economics ("BE") is a step change in our understanding of how people behave; it can be used to transform the way people make economic and personal choices including those related to an organisation’s services. In particular, it challenges the view that people make decisions rationally. According to behavioural economists, Cass Sunstein and Richard Thaler, utilising choice architecture helps organizing the context in which people make decisions. It means reducing choice overload by integrating indirect suggestions and using positive reinforcement towards a favoured outcome.

Exercise improves many dangerous metabolic, cardiovascular and respiratory conditions and has consequently a favorable impact on mortality. However, in a society where the lifestyle becomes increasingly sedentary, physicians struggle to convince their patients to exercise more. Connected devices and mobile applications combine motivational programs with objective measurements of activity level. In the 2015 IMS report about patient adoption of mobile health, Barbara Spurrier of Mayo Clinic said that “we are trying to integrate mobile health into the lives of people and patients to help empower them in self-management and have the peace of mind to know when to take action”.

Connecting devices are the next innovation in the ongoing movement towards a holistic and digitised health system. They are meant to integrate seamlessly with the users’ daily life and making data collection convenient, automatic and seamless. The Internet of Things has shifted the concept of self-measurement to that of self-monitoring and, to that of self-management, writes the Deloitte Center for Health Solutions.

The World Health Organisation ('WHO') defines ”electronic health ('eHealth') as the use of Information and Communication Technology for healthcare purposes“. According to the European Commission eHealth Action Plan 2012-2020, it encompasses a range of services and systems that cover "the interaction between patients and health-service providers, institution-to-institution transmission of data, or peer-to-peer communication between patients and/or health professionals“. eHealth can benefit citizens and patients, professionals, but also organisations and public authorities. When applied effectively, it has the potential to deliver a more personalised and costumer-centred healthcare, which is more targeted and efficient.

There is tremendous potential within the health and fitness market to promote physical activity and to create a fully integrated and holistic customer experience for society, especially to benefit millennials.